Replacing a POSTNET™ Barcode with an Intelligent Mail Barcode®

Have you thought about replacing your POSTNET barcodes with Intelligent Mail barcodes?  Not only is it simple to switch, but the Intelligent Mail barcode is more robust, capable of encoding more information, and minimizes the space used on your mailpiece.

Replacing the POSTNET barcode with the Intelligent Mail barcode can be as easy as getting a Mailer ID and downloading the necessary font and encoding software - all of which are free from the USPS®!     

Follow these five easy steps to get started today:

1. Go to the USPS website and register (on the upper right corner) with a username, password and company information
2. After registering, login to the Business Customer Gateway 
3. Request a Mailer ID (MID) by following the online instructions within the Design and Track section of the Gateway site.  Once your request is approved, your mailer ID will be available to you in this section of the site.
4. Download the font and encoding software at  https://ribbs.usps.gov/onecodesolution/download.cfm   
5. Setup your presort, including the appropriate Service Type ID which can be found at http://ribbs.usps.gov/intelligentmail_mailpieces/documents/tech_guides/stid.pdf 
6. Print your address block, including the Intelligent Mail barcode

* Your local Mailpiece Design Analyst (MDA) can assist you in getting ready to print the Intelligent Mail barcode. Click here to find your local MDA and their contact information.

Using Variable Data Printing on Direct Mail Can Dramatically Improve Response Rates 

Many of you are already doing variable data printing, while others have yet to get started.  Did you know that just by personalizing the message on your direct marketing campaign, you can greatly increase your response rates? A recent study from Electronics for Imaging has shown that the returns for variable printing can vary from double the normal return at the basic level to 10-15 times the return for fully variable jobs. In other words, an average 2% response rate can increase to up to the 30%.

It's all about targeted messaging.  The more personal the piece the more powerful it is. For example, wouldn't it be relevant for a recent visitor to a car dealership to receive a direct mail piece with a photo of the type and color of the vehicle they were looking at, combined with special pricing? Imagine a pizza lover receiving a postcard with a coupon for the pizza they are most likely to order based on their past buying behavior.  With variable data printing, both of these scenarios can be accomplished.

If you're new to the process, purchasing a targeted mailing list may be a good place to start. You can vary the message based on demographics or even geography.  Or, contact a list management professional to help you analyze your current databases for specific trends.

If you are designing the piece yourself, many of the common design programs such as InDesign or CorelDraw now have features for embedding variable data.  Your favorite print or lettershop are most likely able to assist you in the printing process.

5 Low Cost Sales Boosters

1. Use the Best-Kept Marketing Secret - Postcards

A postcard is a quick and easy-to-read form of direct marketing. It's generally inexpensive to print, and when combined with a targeted list, can shave off a great deal of wasted advertising expense.  

2. Make it Easy to Decide

Keep the options to a minimum to make choices less confusing for your customer.

3. Break it Down

Got a big ticket item? Break the price into bite sizes for more appeal. 90 cents a day sounds a lot better than 330 dollars a year.

4. Create Bonuses  

An unexpected gift or fun item with a purchase can be a great perk.

5. Handle Customer Complaints with a Little TLC

Customers want to feel they are being heard, or they wouldn't take the time to complain to you.  First, try and solve their problem, but remember to spend as much of your energy listening to what they have to say as you do getting to the bottom of the issue.

Effectiveness of Direct Mail   

Outbound marketing tactics are still key components to many successful B2B marketing plans.  

 Source:  MarketingSherpa